Helping BBC Radio Wales better understand its target audiences

Why the client needed the research
BBC Radio Wales’ long term strategy requires an in-depth knowledge of radio listeners in Wales aged 45-64. The client already knew this audience well in terms of listening behaviour and demographics, but needed to develop a new way of thinking about and targeting listeners.
Our approach
We used a two-stage approach for this project: the first consisted of a quantitative survey with regular radio listeners across Wales. We then carried out a segmentation exercise, based on a battery of attitudinal and behavioural statements, which identified a number of key audience segments.

The second stage explored these segments in more depth using face to face qualitative research with radio listeners who fitted the key characteristics of the segments.

The outcome
The findings delivered distinct target audience segments combined with practical ideas for messaging, as well as overarching themes for reaching the 45-64 audience. The results were brought to life with vox pops which illustrated each segment as well as certain other key findings across the segments. We also developed a visually engaging segmentation deployment technique to help internal research users keep the segments top-of-mind.